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In designing the optimal brand portfolio marketers generally need to trade off market coverage and other considerations with costs and profitability. The basic principle is two-fold: A. To maximize internal marketing activities while minimizing brand cannibalization B. To maximize market coverage while minimizing brand overlap C. To maximize brand value while minimizing competition D. To maximize brand awareness while minimizing negative brand perceptions

In designing the optimal brand portfolio marketers generally need to trade off market coverage and other considerations with costs and profitability. The basic principle is two-fold: A. To maximize internal marketing activities while minimizing brand cannibalization B. To maximize market coverage while minimizing brand overlap C. To maximize brand value while minimizing competition D. To maximize brand awareness while minimizing negative brand perceptions

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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  In designing the optimal brand portfolio marketers generally need to trade off market coverage and other considerations with costs and profitability. The basic principle is two-fold:

      


 

A.

To maximize internal marketing activities while minimizing brand cannibalization

B.

To maximize market coverage while minimizing brand overlap

C.

To maximize brand value while minimizing competition

D.

To maximize brand awareness while minimizing negative brand perceptions

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